B2b Marketing Metrics

First-meeting conversion is emerging as the new unit cost in B2B pipeline

AI is making it cheaper to book meetings. The operational bottleneck is converting those meetings into qualified opportunities, and measuring that conversion ra

B2B demand gen leaders are ditching MQL volume for sourced revenue and influenced pipeline in 2026

Demand Gen Report's 2026 benchmark survey shows B2B marketing teams replacing vanity metrics with revenue attribution, AI workflows, and shared sales goals.

Most B2B content marketing programs fail because teams can't define what success looks like

CMI's decade of B2B content marketing research shows the gap between effective and ineffective programs traces to one factor: clarity on what success means.

B2B demand gen is retiring the MQL: Demand Gen Report's 2026 benchmark tracks the shift to revenue proof

Demand Gen Report's 2026 Benchmark Survey signals B2B marketing teams are moving from vanity metrics to sourced revenue, pipeline influence, and AI-driven workf

Webinars hold the edge in B2B thought leadership, new benchmark data shows

Future B2B's 2026 Webinar Benchmark, drawn from 517 webinars and 151,902 registrations, confirms webinars remain a top-funnel workhorse for enterprise marketers